How Retargeting Helps Mazda to Grow Faster (Case Study)

Mazda & Merchenta

Mazda had a simple goal of getting more butts in seats to test drive their cars. To do so, they reached out to Merchenta (a retargeting software company) to help get more website visitors into their local Mazda dealerships by way of some smart PPC ads.

Merchenta worked with Mazda to “drive” (pun intended) some impressive results with their proprietary IntelliAds solution. Here are some quick stats:

1. Visitors who saw the IntelliAds converted at a 53% higher rate than the control group.
2. The value of car sales through their retargeting was 98% higher than the offline average.
3. They had an engagement rate of almost 20% from their ads.

So how do you replicate those results?

First, Merchenta created customized ads based on geographic radius to target people who are more likely to go to a specific Mazda dealership.

Second, they dynamically inserted the specific Mazda model(s) the site visitor was interested in (from their website activity) and matched the inventory with dealerships that were local to them.

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